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The Importance of REALTOR Branding Part 1

Welcome to part one of a three-part series that can help you gain the competitive edge you’ve been wanting to succeed and to help you become the best you can be. In this series we will talk about the Importance of branding yourself as a real estate agent, the steps needed to define and outline your brand, and the consistency needed in all aspects of your marketing plan to put your brand to work for you!

The real estate industry is one of the most competitive industries out there today and as the market fluctuates, the competition gets tougher. What makes you different? What makes you stand out in the crowd? What makes buyers and sellers want to come to you instead of the other agent around the corner? What makes your clients refer you to others and keep coming back to you for repeat business? It’s you! You are an individual and you are unique! You need to brand yourself in a way that is as unique as you are! But if you think a good picture and a logo on a business card is enough to score you the most favored ‘realtor in town’ position, it may be time to re-think your branding strategy.

Why is branding so important, especially to a real estate agent? Because it defines who you are. The success of your branding is one of the top reasons people want to do business with you! Your brand is more than just a pretty face on a business card and more than just buying and selling houses. It’s your character, your values, your integrity and your strengths. It portrays all that is unique and different about you. As a real estate agent, you are what you sell, so you have to brand your true unique self as you really are! If you aren’t true to yourself, how can you be true to your clients? If you don’t take your own personal branding seriously, how will your clients? As Marc Davison, Chief Creative at 1000Watt put it, “In the absence of branding, all you’re left with is marketing the same things your competitors have. When you do that, you will always be perceived as just like them. When you successfully create a brand, you will stand out. You will lead. You will develop fans. You will create clarity for your customers and help them understand and feel great about their place in the world.”

Branding yourself is no easy task. You have to take a look at yourself, know who you are, what your goals are, how you want your business to grow and succeed, and what lasting impression you want to leave and how you want to impact the communities you serve. You need to know what type of clientele you want to work with, what their needs are and sell yourself as the person who can meet their needs in a way that leaves that lasting impression so you can gain referrals and repeat business.

While branding yourself is hard work and a process that perfects itself over time, your work and investment will pay off in the end. If you love what you do and you are motivated to succeed, the return on your investment will certainly outweigh any hardship endured toward reaching perfection.

Stay tuned as part two brings you an outline of things you need to think about, determine, and research so you can begin to define yourself into your own personal brand. Part three will then conclude with ideas and ways to consistently carry your message to your clients.